There is a reason over 85% of all marketers worldwide are using content marketing to generate more sales. On average, consumers engage with 11.4 pieces of content before making a purchase. Moreover, up to 80% of all users only focus on organic results and ignore all paid ads. Digital advertising has only 11% of the average business marketing budget today, while content marketing has 13% and is expected to only increase in the coming years.
Furthermore, email marketing is an ideal channel for promoting, distributing, and multi-purposing your content. Email and content marketing are natural complements - they go together as deliciously as
5 Reasons to Join Me in New Orleans May 1-3, 2017
New Orleans is on high alert! Thankfully not because of a hurricane this time. Instead, in just one week a force even more powerful will descend on the Big Easy: nearly 500 email marketers converging for three days of education, networking, insight and fun at the 10th Email Evolution Conference
. The Email Experience Council (EEC)'s annual event delivers the latest and greatest in everything email – from technology and process solutions, to creative, content, real life success stories and case studies, strategy, state-of-the-channel updates and more.
Returning to the Hilton Riverside New Orleans for the second year running, Email Evolution is the go-to conference for mid- and senior level digital and email marketing professionals seeking ways to enhance campaign and channel performance, take their programs to the next level, or stay abreast of innovations, trends and cutting-edge technology.
Its invigorating blend of exclusive content, expert advice, inspiring keynotes and exclusive networking delivers a transformational experience that keeps attendees coming back, and helps big brands cost-effectively retain their customers to keep them loyal as well.
Today, email continues to be the leading digital channel by which brands and organizations communicate with their customers. In an ever changing digital landscape, tablets and smartphones have made it easier for people to check their emails anywhere, all the time. According to a Radicati Group study
, there were an estimated 2.5 billion email users in the world last year, with that number estimated to increase to nearly 3 billion by 2019.
Despite email being a critical way for businesses to connect with their customers, commercial email may not always successfully land in the inbox let alone achieve its intended result of being opened, let alone read.
In this post, we’re going to look at why your emails aren’t being delivered and how we can ensure they successfully make it into subscriber inboxes.
I'm honored to be in the company of email experts like Laura Atkins, David Daniels, Simms Jenkins, Chad White and more in this new piece of email marketing wisdom from Adobe Marketing Cloud
on doing email marketing right
Check out Teaching the Email Marketer How to Fish
and let me know in comments below what words of wisdom you would add, as well as if you agree or disagree with any of my comments such as:
With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine where it’s worth investing your email marketing money and manpower.
Questions like these abound:
- Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
- Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
- How much marketing automation do I need? Do I need an ESP or MA platform?
- Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
- Would my company benefit from reputation management and delivery services? What’s it worth?
- Does dynamic content really pay off?
. . . and the list goes on. It’s often said
Time for a guest post this month from Kath Pay, fellow email marketing industry pro and panelist with me at the Email Innovations Summit hosted by Only Influencers. Read on as Kath shares her wisdom about how computer learning empowers email marketing innovation and response for optimal results.
Science Fiction or Reality?
"Machine learning" has moved out of science fiction and into real-life applications, like powering Tesla cars that run on autopilot and robots that can beat humans at the Japanese game of Go. For marketers, it gets them closer to their email nirvana: true 1:1 personalization on a mass scale.
Machine learning, at its simplest, is a method of data analysis that allows computers to learn – to analyze, predict and act – without explicit instructions or programming.
That last phrase – "without explicit instructions or programming" – highlights the difference between today's rule-based marketing automation and systems that use machine learning.
If yours is a retail or e-tail business revving up your holiday email marketing engines, this advice is not
for you (but good luck and Godspeed!)
If on the other hand you’re in the same camp as non-retailers - your email messages running the risk of being stampeded by the crushing annual blow of “buy now” retail promotional messages to consumer inboxes from September through December - read on.
Although some non-retail sectors (travel and hospitality among them) experience an uptick during the holiday season, most can’t count on the lion’s share of their annual revenues to cascade in during Q4. Still, that doesn’t mean we don’t have sales and marketing goals to reach; goals that email carries a lot of weight for.
So how do you break from the retail holiday marketing pack during the busy season and what (if anything holiday-related) type of email should you send?
Here's how to know if an email marketing coach can help you, how to get the most from coaching, and where to find one
You’ve probably heard the saying “The devil is in the details” and never is it truer than in email marketing, where small changes or omissions can make big differences in response, revenue, or even which side of the law you’re on
Agencies and consultants like us specialize in email marketing strategy and advice, but most require longer-term engagements or are best for companies that rely heavily on email as a revenue-producing channel and need continuous, ongoing support.
But what if you just have a few questions? Or are temporarily stuck? Can't find the answers online? Or simply want to pick an expert's brain for a day? The good news is there are solutions to fit an entire spectrum of needs. Read on to learn what to ask your email coach and where to find one (often for free!)
You probably know by now that segmentation improves email marketing performance significantly
, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file.
Marketers who practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability
. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and